Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Pet Care in Germany

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Executive Summary

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Anthropomorphism and premiumisation define pet care in Germany

In 2017, pet care in Germany followed trends and developments from human-centred industries ever more closely. Smaller, independent manufacturers especially tended to pick up developments – even niche trends – from packaged food, health and wellness or even fashion, and translated them into products for pets.

Emphasising naturalness in products and features supports growth

Given that for many German consumers, pets are considered a member of the family and an integral part of their social and leisure life, they tend to want what is best, most natural or appropriate for their pets. In terms of pet products, this mostly translates into toys and accessories made from natural materials or to support natural, healthy behaviour.

The growing selection and quality of private label intensifies the competition

Despite the strong presence of various successful international players, pet care in Germany is widely penetrated by private label. Although many consumers seek the best choices for their pets in terms of product quality and functionality, private label lines represent a valid alternative to well-known and often more expensive brands.

Pet superstores sees strong growth

For many German consumers, convenience is one of the main factors when deciding where to purchase pet care products. They generally prefer to make as few trips to different stores as possible, which is why many of them combine shopping for pet care products with their regular grocery shopping.

Value growth is set to slow due to the stagnant customer base and maturity

As pet care in Germany is well-evolved with regard to product quality, functionality and selection, the potential for major innovations over the forecast period remains limited. In addition, the pet populations in Germany are only growing very slowly, if at all, thereby limiting future volume growth potential.

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